Gmail Ads: Getting Started

17 August 2016

Gmail Ads: Getting Started

Pay-per-click advertising allows marketers to put themselves in front of potential customers in a range of settings across the web. It’s easy to focus on social media platforms and search ads, but being aware that there are other places on the net that you can place your ads can open up new possibilities.

For this reason, we are going to take a look at Gmail Ads, which are part of the Google Display Network. They appear at the top of the list of emails in a user’s Promotions tab:

Gmail Ads resemble emails but are tagged with the word ‘Ad’ in yellow where the sender’s name usually appears. When a user clicks on an ad, it expands, resembling an open email. It might contain an image, such as this example below, or text, video or forms. Users can click on the ad to visit the advertiser’s website. They can also favourite, forward or save the ad.

56% of adults who use email have Gmail as their email service provider, so placing ads within Gmail can be an effective way of reaching userswho may be difficult to access elsewhere. And, because the ads look and feel rather like Gmail emails do, they may feel less intrusive than other kinds of ads elsewhere. Gmail Ads can be placed in the Promotions tab of both desktop and mobile Gmail users’ interfaces.

How to create an ad on Gmail Ads

To set an ad on the Gmail Ads network, you start by choosing Display Network Only. Choose your marketing objectives and then it is time to create the Gmail Ads.

Click Ad Gallery, then Gmail Ads, where you will find the relevant templates for the ads. Before an ad is clicked on, it has character limits but, when the ad expands, an image as large as 600 x 1000 pixels can be created, and you can use forms and videos as well as images within the expanded ad. The advertiser name can be 15 characters, and the subject line 25 characters. The visible description has a limit of 100 characters, the display URL of 32 characters, and the landing page URL has no length limit. You can include a link to your website, to your app in its market (i.e. the Play Store or the App Store) and click-to-call is also enabled, so users can telephone a business directly by clicking on the ad.

Always consider mobile users when you are creating your ad copy and visuals. If your ad is not formatted to be well presented on mobile devices, you will lose a lot of interest. Also, bear in mind that you can’t include HTML5, audio, Flash, animation or Javascript in your ad.

When creating Gmail Ads, consider whether the people you are targeting have come across your business before. You can include retargeting for familiar customers, or you might want to target new audiences who do not know your brand or business.